Fostering corporate entrepreneurship through internal marketing

Abstract

PurposeThe purpose of this article is to look at how internal marketing can be coupled with corporate entrepreneurship. The paper then suggests explicit practices that enhance potential for innovation at the organizational level.Design/methodology/approachThe article presents the results of a survey based on a random sample of 223 public servants working at regional Greek governmental organizations (prefectures). It makes use of full profile conjoint analysis and cluster analysis using an appropriate survey instrument. Drawing from earlier research, different attributes that foster corporate entrepreneurship and their corresponding levels were used to form specific scenarios. The applied methodology captures and formalizes scenario preference by the public servants who participated in the survey.FindingsThe results indicated four distinct clusters of respondents, whose classification formed a pattern, which is consistent with Rogers' model of diffusion of technological innovations.Research limitations/implicationsResearch relied on a sample of public servants from the Greek public sector and data is cross‐sectional in nature. Future research should be multinational and longitudinal to test the results and assumptions reported herein.Originality/valueThe findings of this paper are original and unique and provide a well‐documented framework in addressing corporate entrepreneurship in the public sector. Furthermore, the results of the study are useful to policy makers interested in formulating a strategy that fosters corporate entrepreneurship in the public sector setting.